ReportWire

Tag: Marketing Strategies

  • How to Leverage Authenticity to Build True Customer Loyalty | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Build trust through authenticity. That’s not a slogan or a strategy. It’s something I practice every day in my company. Why is authenticity important? Consumers today are more informed and have the means to compare brands at their fingertips, anywhere, at any time, making them less loyal than ever.

    They’re also bombarded with marketing, ads and polished brand statements at every turn. But what they really want is to connect on a human level. They want to feel seen, heard and valued.

    At our recent team retreat, we spent most of the time talking about Unreasonable Hospitality by Will Guidara — the idea that businesses should go beyond what’s expected to care more, listen more, and create moments that feel personal and real.

    Unreasonable hospitality hits home for my team because it’s all about thinking outside the customer service box and showing that you genuinely care. That’s been my company’s M.O. from the very beginning.

    Related: How to Bring Authenticity to Your Startup’s Marketing Strategy

    Experiences sell

    We’re in a time when features just aren’t enough to win people over. Especially in industries like dentistry (or fitness, or financial services or home services) where most direct competitors are offering something pretty similar, the difference is in the experience.

    I want my clients’ patients to remember how they felt more than whether they received the product or service they wanted. That personal connection will keep them coming back and drive them to refer others.

    Realness matters

    One thing I’ve come to appreciate since starting my own business is the freedom to be my authentic self. I don’t have to conform to someone else’s brand or voice or hide any part of my identity. I engage in substantive conversations with my clients every day, free from the bureaucracy and limitations of corporate marketing agencies.

    Because my clients know they’re getting the real me and not someone towing the corporate line, they also feel freer to reveal who they truly are. When that happens, we get to the heart of what they need and want right away and can get to work much faster.

    Trying to be trendy isn’t trendy

    With TikTok and Instagram ruling social media, it’s been a race for brands big and small to dominate on these platforms. Some have figured out how to make social media trends work for them, while others have failed miserably. As a marketing professional, the most important piece of advice I can offer a client is this: If something doesn’t feel like you, don’t do it.

    If a certain trend doesn’t seem like something your company would do, your audience will know. People can feel the difference between something genuine and something forced. You don’t have to jump on every new trend or copy what other brands are doing. Staying true to your brand’s values will serve your business better in the long term and help you avoid social media snafus that may be hard to recover from. No one wants to go viral for the wrong reasons.

    Related: How to Ensure Authenticity in Marketing and Build a Loyal Audience

    If you want humans to like you, be human

    While good customer service is essential, at the end of the day, it’s not enough to separate one business from another. To create loyal customers, or patients in the case of my clients, you must evoke emotions. How someone feels after they’ve completed a transaction, received a service, spoken to your receptionist on the phone or interacted with the staff in your office — that’s going to stick with them.

    That’s what they’ll remember next time they need the product or service your company provides. That’s what they’ll talk about to their friends and family members. And that’s what will bring them back.

    Build trust through authenticity. That’s not a slogan or a strategy. It’s something I practice every day in my company. Why is authenticity important? Consumers today are more informed and have the means to compare brands at their fingertips, anywhere, at any time, making them less loyal than ever.

    They’re also bombarded with marketing, ads and polished brand statements at every turn. But what they really want is to connect on a human level. They want to feel seen, heard and valued.

    At our recent team retreat, we spent most of the time talking about Unreasonable Hospitality by Will Guidara — the idea that businesses should go beyond what’s expected to care more, listen more, and create moments that feel personal and real.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Jackie Cullen

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  • Why Founders Keep Failing on Social Media | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    As a founder, your instinct is to appeal to everyone. Investors. Customers. Partners. The whole world feels like your audience.

    And that instinct is killing your posts.

    The biggest mistake I see founders make on social media is trying to speak to everyone at once. The result? Your message hits no one with any power. Social media works when one person on the other side of the screen feels like you’re talking directly to them. And only them. That’s when they stop scrolling. That’s when they like, comment, DM and share.

    If you’re writing posts for a crowd, you’re blending into the noise. If you’re writing for one person, you’re cutting through it.

    Talk to the ONE.

    Think about the last time you heard a great keynote. Thousands of people in the room, but it felt like the speaker was talking just to you. That’s the effect you need to recreate in your posts.

    Related: Why Authenticity Is the Key to Making Great Social Media Content and Building a More Devoted Audience

    Here’s how to do it

    1. Use direct language. Say you. Not “teams,” not “leaders in general.” You.
    2. Call out exactly who you’re speaking to. “As a founder…” “If you’re leading a small team…” Be very specific.
    3. Match their language and tone. Talk how they talk. Tech founders read differently than family-run restaurant owners. Investors hear you differently than customers.
    4. Anchor it in real experiences. Share stories your “one” will nod along to and relate to.
    5. Ask questions. Keep it conversational. If you wouldn’t say it out loud to a friend, don’t post it.

    The goal is connection, not coverage.

    Related: 11 Social Media Secrets Every Business Should Be Using in 2025

    Who is your ONE?

    Before you write the post, get clear:

    • Is this message for investors?
    • Is it for potential customers?
    • Is it for peers and other founders?

    Pick one. Speak to them. Let everyone else listen in. Being direct isn’t enough. You also have to engage. Respond to comments. Ask follow-ups. Keep the conversation alive in the comment section. The magic of social media isn’t in the post; it’s in the dialogue that happens after.

    Yes, it takes more effort to do it this way. But the payoff is real. You’ll start seeing responses from people who “get it,” and that’s how networks and brands are built.

    By the way, this principle isn’t just for your social media work. It applies to everything: your website, your pitch deck and even how you write emails. If people don’t feel like you’re speaking directly to them, they’ll bounce. But when they do feel it? They stay. They engage. They buy in.

    And here’s the kicker: when you start focusing on one person, you’ll be shocked at how many “ones” actually show up.

    The ONE-Person Framework (fast filter before you post)

    Run every draft through three quick checks:

    O — Outcome:
    What single outcome does your reader want right now? Name it in the first 1–2 lines.

    N — Narrative:
    Tell a tiny story (3–6 sentences) that proves you’ve been where they are.

    E — Engagement:
    End with an invitation that’s easy to answer: a yes/no, a choice, a “fill-in-the-blank” or “DM me ‘PLAYBOOK’ if you want the steps.”

    If your post can’t pass O-N-E in under a minute, it’s still written for a crowd.

    Bad vs. Better (same idea, three audiences)

    Generic (bad):
    “Founders, growth is about focusing on customers and raising capital efficiently.”

    Investor-focused (better):
    “If you write checks, here’s the only metric that matters for us this quarter: cash payback in < 9 months on the core offer. Want the cohort math? I’ll drop it in a thread if you ask.”

    Customer-focused (better):
    “If you’re a CFO tired of surprise SaaS overages, here’s how we cap your spend in 30 days without switching tools. Step 1:…”

    Founder-peer (better):
    “Bootstrappers: stop optimizing your logo. Ship a clunky v1 to 10 paying customers. Here’s the email I send to get those first 10 calls.”

    Related: How to Market Yourself on Social Media in 4 Steps

    Micro-examples you can steal

    • Hook for investors: “If you care about repeatable revenue, look at this: 41% of logos bought a second product within 60 days. Here’s why.”
    • Hook for customers: “If your onboarding still takes 14 days, try this 3-email sequence. We cut ours to 72 hours.”
    • Hook for peers: “What actually moved MRR last month (and what was a total waste of time). Numbers and receipts below.”

    A simple post template (fill in and ship)

    1. Call the ONE: “If you’re a [role] who’s stuck with [pain]…”
    2. Promise an outcome: “…here’s how to get [specific result] in [time frame] without [common objection].”
    3. Proof/story: 3–6 sentences. Short, concrete, credible.
    4. One clear step: “Start with [step 1].”
    5. Engagement: “Want my checklist? Comment ‘CHECK’ and I’ll send it.”

    The 30-minute weekly workflow

    You don’t need a content department. You need a habit.

    Monday (10 min): Pick your ONE for the week. One audience. One outcome.
    Wednesday (15 min): Draft two posts. Use the template. Cut filler.
    Friday (5 min): Show up in the comments for 5 solid minutes — answer, ask, invite DMs. That’s it. Consistency beats virality.

    Comment strategy that actually builds business

    • Reply fast to the first 10 comments. Speed signals presence.
    • Ask back: “Curious — what’s the blocker on your team?” Pull the thread.
    • Move the qualified ones to DM with a micro-ask: “Want the 5-step SOP? DM me ‘SOP’ and I’ll send it.”
    • Close the loop publicly: “Sent!” Your audience sees you deliver.

    This is how posts turn into a pipeline.

    Quality metrics to track (ignore the vanity)

    • Replies per 1,000 views (conversation density)
    • Save rate (did this earn a second look?)
    • Inbound DMs per post (real intent)
    • % of comments from the ONE (are the right people talking back?)

    If these four move up, you’re winning — even if views are flat.

    Common traps to avoid

    • Spray-and-pray topics. If your post could apply to anyone, it will land with no one.
    • Jargon flexing. If the ONE wouldn’t say it out loud, don’t type it.
    • Burying the lead. Put the outcome in the first two lines.
    • CTA soup. One ask per post. Not three.
    • Ghosting your comments. If you won’t show up after you post, don’t expect your audience to.

    How to pick your ONE (when you serve multiple)

    Rotate deliberately:

    • Week 1: Potential customers
    • Week 2: Current users (expansion/retention)
    • Week 3: Investors/partners
    • Week 4: Founder peers (recruiting, brand)

    Write for one each week. Let the others eavesdrop.

    A 5-minute edit pass to run through before you hit ‘post’

    1. Highlight every “you.” Not enough? Rewrite.
    2. Cut your first sentence. Start where the heat begins.
    3. Swap abstractions for specifics. “Grow fast” → “Add $20k MRR in 60 days.”
    4. Add one question. Make it answerable in one line.
    5. Pick one CTA. Comment, DM or click — choose.

    Related: The 8 Secrets of Great Communicators

    Bring it home

    Crowds don’t buy. People do. So pick your person. Speak their language. Prove you’ve been where they are. Invite a next step. Do this, and your posts stop sounding like ads to everyone and start feeling like help to someone.

    Talk to one — and watch how many of your right-fit customers show up.

    As a founder, your instinct is to appeal to everyone. Investors. Customers. Partners. The whole world feels like your audience.

    And that instinct is killing your posts.

    The biggest mistake I see founders make on social media is trying to speak to everyone at once. The result? Your message hits no one with any power. Social media works when one person on the other side of the screen feels like you’re talking directly to them. And only them. That’s when they stop scrolling. That’s when they like, comment, DM and share.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Chad Willardson

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  • The Marketing Formula That’s Fueling Small Business Success | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Here’s a stat that should make every small business owner sit up: 76% of people who perform a local search on their smartphone visit a business within 24 hours, and 28% of those visits result in a purchase.

    That means when a customer searches for “best coffee near me” or “emergency plumber downtown,“ the decision is often made in minutes — not days.

    Now add another layer: artificial intelligence. Once locked behind enterprise paywalls, AI is now available to every entrepreneur. From creating content and optimizing ads to automating customer support, AI is the great equalizer.

    When you combine local marketing (reaching the right people in the right place) with AI automation, you create a formula that allows small businesses to compete and, in many cases, outperform big brands.

    Related: Why Local Marketing Still Matters in the Digital Age

    Why local marketing still wins in 2025

    Consumers trust businesses that feel close to them. Local intent is powerful because it connects need with immediacy:

    • 46% of all Google searches have local intent

    • 50% of local searches on mobile lead to a store visit within one day

    • Nearly 90% of consumers use the internet to find local businesses every month

    That’s not a fluke; it’s a behavior shift. Customers don’t just want the cheapest or most famous option; they want the option that’s closest, fastest and most relevant.

    Example: A family searching for “pizza near me” at 7:00 p.m. isn’t interested in Domino’s HQ — they’re looking for the local restaurant two blocks away.

    For small businesses, local search represents an enormous opportunity to capture demand in real time.

    The AI advantage for small businesses

    Artificial intelligence is no longer a buzzword — it’s a growth driver. A U.S. Chamber of Commerce survey found that 98% of small businesses already use digital tools, and 40% are now leveraging generative AI.

    Here’s where AI creates tangible impact for small businesses:

    • Content creation: AI tools generate blogs, social posts and Google Business updates in minutes, saving both time and money.

    • Ad optimization: AI-driven ad platforms automatically test headlines, images and targeting, improving ROI without requiring a full marketing team.

    • Customer engagement: Chatbots and AI assistants handle FAQs, bookings, and inquiries instantly, ensuring leads never slip away.

    • Data analysis: AI provides insights on customer behavior, seasonality and even pricing strategies, once available only to Fortune 500 companies.

    Case in point: In Los Angeles, The Original Tamale Company used ChatGPT to create and narrate a lighthearted promotional video in under 10 minutes. The video went viral — 22 million views, 1.2 million likes and a huge spike in local customers. That’s the power of AI in the hands of a small business.

    Related: 46% of All Google Searches Have to Do With Location, One Report Says — and Purchases Often Follow. Here’s How to Boost Your Business’ Visibility Locally.

    Local + AI = The competitive equalizer

    The real magic happens when you merge local marketing with AI tools.

    • A neighborhood gym can use AI to analyze customer demographics and then run Google Ads targeting specific postal codes with offers like “1 Month Free for Downtown Residents.”

    • A plumbing company can automate weekly Google Business posts that include trending local keywords, increasing visibility in map searches.

    • A local café can use AI to personalize email campaigns, sending morning deals to office workers and weekend specials to nearby families.

    Big brands often struggle with this kind of micro-targeting — they’re too busy running nationwide campaigns. Small businesses, however, can tailor every campaign to their local community, and AI makes it fast, affordable and scalable.

    How to implement local + AI in your business

    1. Audit your local presence:

    • Make sure your Google Business Profile is complete and updated.

    • Collect and respond to reviews regularly.

    • Ensure your business name, address and phone number (NAP) are consistent across the web.

    • Don’t overlook on-page SEO basics — optimize title tags, meta descriptions and local landing page content so search engines (and customers) can easily understand your relevance.

    2. Use AI to automate smartly:

    • Content: Generate local blog posts, ads and emails in minutes.

    • Customer service: Add AI chatbots to handle common inquiries.

    • Social media: Schedule posts with AI-generated captions and visuals.

    3. Layer in local intent everywhere:

    • Add “near me” keywords and neighborhood references to your content.

    • Use geo-targeting in ads to hit your exact customer base.

    • Create offers tied to local events, seasons or community milestones.

    4. Measure, test and refine:

    • Use free tools like Google Analytics 4.

    • Explore AI-powered dashboards that track ad performance, keyword rankings and customer engagement.

    • Double down on what’s working; tweak or drop what’s not.

    The big brand blind spot

    Large corporations have resources, but they also have limitations. They can’t always personalize at scale or connect authentically to communities.

    That’s where small businesses win:

    • A café can celebrate the local high school’s championship.

    • A boutique can spotlight neighborhood artisans.

    • A mover can post about serving families in a specific block or condo.

    Big brands can’t match this hyper-local personalization, and when AI amplifies these touches, the impact is multiplied.

    Even larger chains that rely on SEO for franchise models often struggle to create content that resonates at the neighborhood level, which is where smaller, locally focused businesses can win.

    Related: Why This AI Tool Is the Game-Changer Small Business Owners Have Been Waiting For

    The future favors the nimble

    For decades, big brands had the advantage — bigger budgets, larger teams, more tools. But 2025 marks a turning point. Local intent plus AI gives small businesses the power to be faster, more relevant and more authentic.

    You don’t need a million-dollar ad budget to compete. You need:

    • A strong local presence.

    • The smart use of AI tools.

    • The willingness to act quickly while big brands are still figuring it out.

    The future of marketing isn’t about being the biggest player in the game — it’s about being the smartest and most relevant option in your customer’s neighborhood.

    Here’s a stat that should make every small business owner sit up: 76% of people who perform a local search on their smartphone visit a business within 24 hours, and 28% of those visits result in a purchase.

    That means when a customer searches for “best coffee near me” or “emergency plumber downtown,“ the decision is often made in minutes — not days.

    Now add another layer: artificial intelligence. Once locked behind enterprise paywalls, AI is now available to every entrepreneur. From creating content and optimizing ads to automating customer support, AI is the great equalizer.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Fahim Ludin

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  • How Marketers Can Stay Irreplaceable in the AI Era | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Most major marketing shifts don’t announce themselves with a press release; they strike with a shock that scatters the chessboard. I witnessed this firsthand during the dot-com boom — a tectonic event that substantially rewired my profession.

    And yet, the disruption we face today from artificial intelligence represents a shift of even greater magnitude. It isn’t simply a new tool; it feels more like an extinction event for an entire way of working. As a result, the professional environment is changing at breathtaking speed, and for marketers, the choice is the same as in nature: adapt or disappear.

    The split creates two paths. One leads to obsolescence, where marketers cling to tasks machines now execute better and faster. The other leads to enduring relevance, where the human skills of strategy and orchestration will define the future of the industry.

    Related: How to Turn Your ‘Marketable Passion’ Into Income After Retirement

    The paradox of infinite output

    The first casualties of AI are the very functions we once considered core to our daily work, such as ad production, content creation and analytics reporting. Any task that follows a predictable loop is now on the path to automation. But here lies the paradox: as the cost of content creation plummets to zero, so does its strategic value. We are hurtling toward a future saturated with infinite, interchangeable output. A sea of sameness.

    And the backlash to this future is already visible. Consumers are proving masterful at tuning out formulaic messaging, and their innate “spidey sense” for spotting bot-generated content is only becoming more acute.

    This powerful human response means the very tools designed to make marketing more efficient now risk making it entirely invisible. Infinite output creates zero distinction — a battle that these machines, for all their power, are unequipped to win.

    Related: AI Has Limits — Here’s How to Find the Balance Between Tech and Humanity

    The rise of the ‘Human Choreographer’

    But this is precisely where human marketers will reassert their value. In a world where anyone can generate an ad, the advantage shifts from making to meaning. AI, for all its brilliance, lacks true sentience. This reveals itself in AI’s inability to grasp the why behind the what. It can execute a step flawlessly, but it doesn’t know which dancers to put on stage, what music fits the moment, or how the performance should make the audience feel.

    Therefore, the marketer of the future must evolve from an operator into an orchestrator — a human choreographer who shapes culture, senses customer emotion and navigates organizational nuance that machines cannot even see. This new role rests on three irreplaceable pillars that form the unautomatable core of modern marketing leadership:

    1. Discernment: AI can generate a hundred options, but much of it is derivative or even hallucinated. The human edge is judgment — distinguishing signal from noise, knowing when to act and when to wait. In an age of abundance, value doesn’t come from more ideas; it comes from the human ability to filter, prioritize and place the right bet.
    2. Empathy: At its core, marketing is about building relationships, and brands are built on trust. A machine can analyze sentiment, but it cannot grasp the unspoken emotional cues that forge genuine connections. This single deficiency is what elevates empathy to the ultimate currency of brand loyalty in a world of automated messages.
    3. Creative leap: AI predicts by extrapolating from the past. But the most powerful ideas that reshape cultures come from breaking patterns altogether. This leap of imagination, the spark that reframes a category or captures the zeitgeist, still belongs uniquely to the human mind.

    Taken together, these three pillars of discernment, empathy and creativity are what allow human leaders to create meaning in a world of automated noise. But possessing these skills isn’t enough. To remain essential, marketers must prove their value in the only language the business understands: impact.

    Related: How AI is Reshaping Work While Reinforcing the Need for Leadership, Empathy, and Creativity

    Redefining the scorecard for success

    For too long, marketing has hidden behind the comfortable shield of vanity metrics — endless charts of impressions and clicks, along with creative awards that mean little to the C-suite. These outcomes may comfort us, but they don’t convince anyone holding the purse strings. My litmus test is simple. Could I put this metric in front of my CFO and have them immediately grasp its connection to enterprise value?

    Answering that question forces an overhaul of our dashboards, anchoring our performance to the metrics that truly matter:

    • Customer Economics: A clear view of customer acquisition cost (CAC), lifetime value (LTV), and retention.
    • Revenue Contribution: Tracking qualified demand that converts into pipeline, not just raw lead volume.
    • Brand as an Asset: Measuring growth in awareness, preference and trust as leading indicators of future success.

    By aligning our work with these measures, marketing transforms from overhead into an undeniable engine of growth.

    Related: How to Tell If Your Marketing Is Driving Real Business Results

    The marketing department, reimagined

    The next wave of marketing won’t be defined by disappearing roles as much as emerging ones. The most forward-thinking organizations are already reinventing their teams with new specialities, such as: AI Prompt Architects who master the art of shaping models, Ethics and Trust Stewards who safeguard brand credibility and Integration Orchestrators who fuse data science and creativity into a cohesive story.

    Ultimately, the result will be a department with fewer executors and more choreographers. The marketing team of the future sheds its skin as an assembly line to become more of a control tower for growth and customer experience.

    The leaders who thrive will be those who evolve beyond traditional marketing to become choreographers of meaning, trust and growth. For them, adaptation isn’t optional — only the speed of transformation is.

    Most major marketing shifts don’t announce themselves with a press release; they strike with a shock that scatters the chessboard. I witnessed this firsthand during the dot-com boom — a tectonic event that substantially rewired my profession.

    And yet, the disruption we face today from artificial intelligence represents a shift of even greater magnitude. It isn’t simply a new tool; it feels more like an extinction event for an entire way of working. As a result, the professional environment is changing at breathtaking speed, and for marketers, the choice is the same as in nature: adapt or disappear.

    The split creates two paths. One leads to obsolescence, where marketers cling to tasks machines now execute better and faster. The other leads to enduring relevance, where the human skills of strategy and orchestration will define the future of the industry.

    The rest of this article is locked.

    Join Entrepreneur+ today for access.

    Jason Greenwood

    Source link

  • How a Smart Marketing Plan Turned One Brand’s Emails Into $47,000 in Revenue | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Planning isn’t sexy. It doesn’t trend. No one’s going viral for updating their content calendar or plotting campaign touchpoints.

    But here’s the hard truth most marketers won’t admit out loud: the teams that win are the ones who plan. Period.

    As CEO of The Go! Agency, I’ve worked with growth-stage startups, international brands and Fortune 500s. And the difference between consistent growth and quarterly chaos always comes down to this — the presence or absence of a plan that actually works.

    Yet every August, the same cycle begins. Q4 shows up like a freight train, and suddenly everyone’s scrambling:

    • Campaigns are rushed
    • Budgets are misaligned
    • Messages are muddled
    • Leadership is confused
    • Teams are exhausted

    And all of it could have been avoided with one thing: a strategic, forward-looking, execution-ready plan.

    Related: Why Your Old Marketing Tactics Are Killing Your Growth in 2025

    Why most marketing plans fail before they even start

    Let’s stop pretending a planning session is a slide deck with buzzwords or a half-hearted brainstorm led by someone who still thinks “go viral” is a tactic.

    Planning is not about checking a box. It’s about building a structure that connects real objectives to measurable actions across every channel. But most teams aren’t doing that.

    They’re treating planning as an afterthought — if they’re doing it at all. And when your plan is a vague Notion doc, a disjointed task list or worse, a whiteboard of “cool ideas,” don’t be surprised when your campaigns flop.

    The planning process has become a casualty of hustle culture. We’ve been trained to equate movement with progress. But in marketing, unplanned execution is just expensive guessing.

    The fall framework that delivers results

    At The Go! Agency, we’ve built and tested a framework that cuts through the noise. It’s what we used to help a premium pet nutrition brand drive over $47,000 in email campaign revenue and increase TikTok video views by nearly 500% in a single quarter.

    It’s also what helped an international beverage equipment company exceed ROAS goals by 135% — scaling from 9.4 to 14.78 in just four months.

    And no, it didn’t require 10 tools or a 92-slide deck.

    Here’s how it works:

    1. Set goals that actually mean something
    “We want more engagement” is not a goal, but “We want a 30% increase in demo bookings from LinkedIn in Q4” is.

    Start with your business objectives, not just marketing KPIs. Growth only happens when your marketing activities ladder up to tangible business outcomes.

    2. Audit your current channels
    You’re probably doing more than you think: emails, blogs, paid ads, social, events, PR. But how much of it is working — and how much is noise?

    Take stock. Know what’s performing and why. Then cut what’s not moving the needle.

    3. Lock in messaging that doesn’t suck
    Your message is your fuel. If it’s generic, recycled or vague, your audience is already tuned out.

    You don’t need “clever.” You need clear, compelling positioning that reflects your unique POV and actually speaks to real pain points.

    And no — ChatGPT can’t do this for you. AI is a multiplier, not a mind reader. Garbage in, garbage out.

    4. Match the message to the market
    Segment smarter. The same campaign can’t serve every audience. Tailor your messaging per segment and then match it to the right platform.

    LinkedIn for B2B thought leadership? Absolutely — it’s still the best platform for building trust and credibility with a professional audience. TikTok for brand storytelling? If your audience lives there, it’s a powerful way to connect through authentic, culture-driven content. Email for conversion? Still king — when it’s targeted, relevant and backed by a strong message.

    5. Build around a calendar
    Themes drive cohesion. A roadmap aligns execution. You need to know what’s happening when — and how your campaigns, content, sales pushes and partnerships sync up.

    Planning gives you rhythm. That rhythm gives your team momentum.

    Stop glorifying the grind

    Let’s kill the myth that planning is rigid. The right plan is a launchpad — not a cage.

    It’s what lets you pivot without panic when a new initiative lands in your lap. It’s what helps you say “no” to shiny distractions. And it’s what allows you to build campaigns that scale, not scramble.

    You don’t need more meetings. You need direction. You don’t need a productivity tool with 30 integrations. You need strategic clarity.

    The ROI no one talks about

    Think planning is overhead? Here’s what it really unlocks:

    • Smarter content with a clear purpose
    • Faster execution with less firefighting
    • Scalable campaign architecture
    • Higher ROI with fewer wasted hours
    • Cleaner data to prove your impact

    And let’s not ignore the internal wins: clearer expectations, tighter collaboration and less burnout.

    The brands that scale aren’t guessing. They’re mapping.

    Related: 3 Marketing Trends You Need to Capitalize on Now Before Your Competition Beats You to It

    Final word: be the marketer who’s ready

    You can’t be bulletproof without a blueprint. And planning is your blueprint.

    This fall, don’t wait to react. Build your roadmap now. Align your team. Ground your efforts in strategy, not spaghetti.

    Because the truth is, in a landscape filled with marketers who are busy, the ones who are intentional will always win.

    Planning isn’t sexy. It doesn’t trend. No one’s going viral for updating their content calendar or plotting campaign touchpoints.

    But here’s the hard truth most marketers won’t admit out loud: the teams that win are the ones who plan. Period.

    As CEO of The Go! Agency, I’ve worked with growth-stage startups, international brands and Fortune 500s. And the difference between consistent growth and quarterly chaos always comes down to this — the presence or absence of a plan that actually works.

    The rest of this article is locked.

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    Christopher Tompkins

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  • Gen Z’s Limiting Screen Time — Here’s How to Reach Them Now | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    I’m sure you’ve heard these comments before: “The youth today are addicted to their phones.” Although there are plenty of stereotypes about the youngest generations, some of these common assumptions are not always true.

    Recent studies have confirmed that Generation Z, aka Gen Z, aka Zoomers, the oldest of whom are 28 this year, are turning the corner on their “always on” reputation.

    New research shows that 81% of Gen Z adults (and 78% of millennials!) often wish they could disconnect from digital devices more easily, and 74% of them feel real-life experiences are more important than digital ones. Another study showed that nearly half (46%) limit their screen time in some way, with 17% saying they limit their screen time on all or most days.

    Even more telling: Searches for “digital detox ideas” and “digital detox vision boards” are also up by 72% and 273% respectively.

    In a quest for balance, people are looking to get offline. This is why it’s increasingly important to get creative with your marketing tactics, something I’ve leveraged successfully to build a $100 million business from nothing, without any capital injections or funding.

    Gen Z may not be the largest population in the U.S., but they have real buying power. Studies show that these young trend-setters impact family spending habits as much as 77%.

    So here are two ways to connect with Gen Z on their terms and generate more revenue for your business.

    Related: 5 Simple, Science-Backed Ways Entrepreneurs Can Connect With Gen Z

    Use the offline tactic that led 91% of Gen Z to make a purchase last year

    Gen Z was the first generation to grow up fully online. As a result, offline marketing is novel again. Whether this is radio, print magazines or even in-person marketing, 74% of Gen Z consider real-life experiences as more important than digital ones.

    Research shows that direct mail, in particular, works well with Gen Z. In fact, it’s reported that 72% of the Gen Z population said they would be disappointed to no longer receive mail, and that they look forward to receiving it every day.

    Not only does this generation appreciate mail, they respond to it — 91% of Gen Z say they’ve made a purchase as a result of mail they received.

    This is something I’ve seen firsthand in my own business. We analyzed 115,393 leads generated in 2024 — the sum of all our direct mail and digital leads, no cherry picking whatsoever — and discovered that we made $253.54 per direct mail lead and only $41.60 per digital lead. That’s over a 500% difference!

    Even though direct mail has been around for decades, that doesn’t mean it’s without newfound bells and whistles that will help you appeal even more to today’s generation. Digital printers have made highly personalized mail pieces possible. Today, it’s easy to include eye-catching personalizations on individual mailers, like a recipient’s first name, a stock image of someone in the same demographic group or even product images related to past purchase behaviors and more.

    Another modern-day trick is direct mail automation, which allows your business to tap into unique events along the customer journey with trigger-based mailings. The carves out a highly personalized experience for prospects and customers alike. For example, imagine visiting an ecommerce website and shopping around without making a purchase. If you received a postcard a couple of days later featuring the product you were looking for with a 15% discount code, would you be tempted to go back and buy? I know I would!

    Direct mail automation like this is still a relatively new technology, which means you have time to jump on it and run a few tests for your business to see if it works — likely before your competitors do the same.

    Related: How to Boost Your Business With Direct Mail Automation and Retargeting — a Detailed Beginner’s Guide

    Attention is worth its weight in gold, so diversify your marketing to boost attention on your campaign by 39%

    Gen Z loves video — whether they are actively trying to reduce screen time or not. From TikTok to YouTube, they love short- and long-form video content. Research confirms that more than half (60%) of all TikTok users are Gen Z, and 51% visit YouTube daily. So, including video content in your marketing strategy is important.

    In my business, we’ve capitalized on this by including more video in online marketing. We took some of our video case studies and shortened them for social media ad content. As a result, our average number of social media leads per week doubled from 174 in 2022 to 356 in 2023! That’s a 105% increase, and it’s held steady since then.

    Yes, Gen Z is limiting screen time, but that doesn’t mean they’re eliminating it. I advise you to make the most of the hours they spend scrolling — or even sitting on the couch watching Netflix.

    The best part about leveraging video ads on popular platforms as well as on TV is that you can target the same groups of people on your mailing lists. It’s a great way to stay in front of your most qualified leads and keep your business top of mind.

    I recommend obtaining a list of your ideal prospects and targeting them with direct mail and video ads on Facebook, Instagram and even ad-supported connected TV (CTV). When they wake up and check their phones, they come across your video ad on Instagram, then in the afternoon they receive a postcard from you, and in the evening they see a CTV commercial about your business in between shows on Amazon Prime.

    This creates an effect where prospects feel like they are seeing your business everywhere. I even created a service to do exactly this, called Everywhere Small Business, in case you want to try this approach without managing all of the ads on separate platforms yourself.

    Related: I’ve Helped 124,393 Entrepreneurs With Their Advertising — Here Are My Top 3 Secrets Proven to Generate Results

    Studies show that this type of multi-channel, integrated approach garners 39% more attention than single-media campaigns. That’s the kind of lift in response that could be the key to shortening your sales cycle and boosting revenue — and it’s even more effective when it runs on autopilot while you focus on more important things.

    In my 27-plus years of experience in marketing, I’ve learned that these tactics will help turn heads both online and offline. Whether it’s for the youngest or the oldest generations, these strategies will deliver real results.

    I’m sure you’ve heard these comments before: “The youth today are addicted to their phones.” Although there are plenty of stereotypes about the youngest generations, some of these common assumptions are not always true.

    Recent studies have confirmed that Generation Z, aka Gen Z, aka Zoomers, the oldest of whom are 28 this year, are turning the corner on their “always on” reputation.

    New research shows that 81% of Gen Z adults (and 78% of millennials!) often wish they could disconnect from digital devices more easily, and 74% of them feel real-life experiences are more important than digital ones. Another study showed that nearly half (46%) limit their screen time in some way, with 17% saying they limit their screen time on all or most days.

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    Joy Gendusa

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  • How I Helped a Local Company Generate $5 Million in 6 Months | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Most people think you need a massive ad budget to grow fast. But earlier this year, I helped a service-based business generate over $5.1 million in just six months — and we did it by focusing on strategy, not spending.

    Let’s Get Moving started as a single-location moving company. Today, we have over 70 locations across North America, and I’ve led the SEO and digital marketing behind that growth.

    We didn’t rely on hacks or hope. We built a system that generated consistent, high-converting leads across every franchise, even in highly competitive markets like Toronto, Vancouver and Houston.

    This is the real story of how we scaled and what any entrepreneur running a service business can take away from it.

    Related: 31 Ways to Market Your Business on a Budget

    1. We consolidated a disjointed online presence into a scalable system

    When I first joined the team, Let’s Get Moving had four active locations: Toronto, Vancouver, Edmonton and Hamilton. Each operated under its own subdomain, a structure that not only fragmented our brand identity but also made it nearly impossible to build SEO authority across the board.

    While Google Ads were driving decent results, the long-term organic growth potential was being held back by a lack of a centralized SEO strategy.

    Our first step was to rebuild the digital foundation — migrating all locations under one unified domain structure, developing dedicated SEO-optimized pages for each city and implementing a consistent content and review strategy across all franchises.

    That move alone positioned us for exponential, scalable growth and created a system we could replicate as we expanded to 70+ locations.

    2. We built location pages that actually convert

    Most franchise websites create a page for each city, add the name of the location and call it a day.

    We went deeper. Every location page became its own mini landing page optimized for the keywords people actually search in that city (like “movers in Chicago with great reviews”), with real reviews, service highlights and clear CTAs.

    We didn’t just want visibility. We wanted calls, quotes and bookings.

    This helped us dominate local search in dozens of markets without paying for clicks.

    3. We turned Google Business Profiles into lead machines

    Google Business Profile (GBP) isn’t a “nice to have” — it’s your homepage for local customers.

    We optimized over 70 GBP listings to show up in the top three of Google Maps (the “map pack”) by:

    • Consistently updating business details, hours and photos

    • Encouraging genuine, timely reviews from happy customers

    • Posting regular updates and offers

    • Using BrightLocal to monitor ranking and visibility

    For some locations, our Google Business Profile drove more than 50% of inbound leads. It was free. And it worked.

    Related: Ultimate SEO Guide On How to Get 100,000 Visits Per Month From Google

    4. We created content with the customer’s real questions in mind

    We didn’t blog just to blog. We asked:

    “What is our customer Googling the moment they realize they need our service?”

    Then we answered those questions clearly, concisely and locally.

    For example:

    • “How much do movers cost in Toronto?”

    • “Can I hire movers on the same day in Los Angeles?”

    • “What’s the best time to move to NYC to save money?”

    This kind of content didn’t just get traffic — it built trust. It positioned us as the go-to expert before they ever picked up the phone.

    We also focused on formatting. Every article used conversational headlines (based on actual search terms), bullet points for scannability and short paragraphs that respected the reader’s time. We weren’t trying to sound like a content mill. We wrote like humans answering real questions.

    And it paid off. The more content we published, the more leads came in — and we were ranking for high-intent searches across dozens of cities, all without spending a dollar on paid traffic.

    5. We scaled without sacrificing quality

    One of the biggest challenges with franchise growth is maintaining consistency across all locations. To solve that, we built internal systems to support every franchise equally — a strategy that many overlook when implementing SEO for franchises.

    This included:

    • Centralized SOPs for SEO and content

    • Shared review generation templates

    • A monthly dashboard for rankings, calls and traffic

    • Ongoing support and local keyword research for every new franchise launch

    By giving each location the tools to succeed and tracking performance, we created a self-sustaining lead generation system.

    The result

    In six months, our combined locations generated over $5.1 million in tracked revenue without relying on PPC, traditional advertising or gimmicks.

    And we’re still growing.

    What other entrepreneurs can learn from this

    Even if you’re not in the moving industry or don’t run a franchise, here are the key takeaways that apply to any service-based business:

    • Think beyond traffic, and optimize for search intent and conversion.

    • Treat every local market like its own opportunity.

    • Build a brand people trust before they ever contact you.

    • Create repeatable systems so you can scale without chaos.

    • Don’t ignore the tools that are free but powerful, like Google Business Profile.

    Related: 7 Local SEO Strategies I’ve Used to Help Businesses Boost Their Revenue 10x — Especially Blue-Collar Companies

    We didn’t win by spending more money; we won by thinking smarter, moving faster and obsessing over what our customers were already looking for.

    If you’re building a service business in 2025, SEO isn’t optional — it’s one of the highest-ROI growth channels available. But only if you treat it like the revenue engine it truly is.

    Most people think you need a massive ad budget to grow fast. But earlier this year, I helped a service-based business generate over $5.1 million in just six months — and we did it by focusing on strategy, not spending.

    Let’s Get Moving started as a single-location moving company. Today, we have over 70 locations across North America, and I’ve led the SEO and digital marketing behind that growth.

    We didn’t rely on hacks or hope. We built a system that generated consistent, high-converting leads across every franchise, even in highly competitive markets like Toronto, Vancouver and Houston.

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    Fahim Ludin

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  • Why AI-Driven Marketing Is No Longer Optional | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In today’s increasingly interconnected world, it can be difficult for businesses and organizations to cut through the massive amount of noise and marketing clutter vying for people’s attention. Not only are consumers exposed to more information than ever before, but businesses are being extremely creative and adaptive in how they reach their target audience. For new business owners or CMOs, identifying the right target audience and finding creative ways to distinguish themselves from competitors is a daunting task.

    Fortunately, with the introduction of artificial intelligence and powerful software tools, identifying your target audience and understanding the effectiveness of your marketing tactics has never been easier. Through the use of AI-powered market research and consumer behavior analytical tools, even the smallest companies can leverage qualified data for successful business decisions. These tools perform tasks at lightning speeds, saving executives time and money, all while learning from each client interaction.

    By evaluating the capabilities and effectiveness of AI-driven marketing campaigns, it will become clear that these advanced tools are no longer just an advantage for businesses but a necessity. Companies that fail to adapt to comfortably using AI, even beyond marketing, will struggle to keep pace with the competition. To efficiently identify and engage with qualified prospects, AI-powered tools must become a central part of the marketing toolkit.

    Related: How to Incorporate AI into Your Marketing Strategies (and Why You Should)

    Keeping up with the times

    One of the most significant advantages of AI in marketing campaigns is its ability to personalize messaging at large volumes. Instead of crafting a blanket “one-size-fits-all” approach for 50,000 recipients, AI tools can efficiently analyze consumer preferences to create tailored experiences that are more likely to resonate with prospective customers. Personalization not only leads to higher conversion rates but also demonstrates a sense of understanding that more consumers seek from businesses.

    In a recent study, McKinsey & Company found that companies leveraging AI for personalization increased their marketing ROI by 10-30%. Additionally, 65% of respondents stated that targeted promotions are a key reason to make a purchase.

    Nielsen IQ reported that Gen Z almost expects convenience and personalization in business transactions. With Gen Z an increasingly large share of the consumer market, businesses need to add personalization wherever possible throughout the consumer engagement.

    At Image One, integrating AI into our outreach has allowed us to better understand what resonates with potential franchisees at a high level — what they’re looking for and how they prefer to be approached. We’ve taken the guesswork out of our top-funnel marketing strategies and are using real-time data to guide our decision-making. This level of precision and market awareness would have been unimaginable only ten years ago without a large team and a massive budget.

    Related: 10 Ways to Use AI for Hyper-Personalized Marketing

    Setting the new standard

    The benefits of AI in marketing aren’t only in the capacity to personalize. It’s in the real-time awareness and informed decision-making that it provides to marketing teams. AI-powered platforms like HubSpot, Salesforce and Einstein offer automated insights that help marketing teams work faster and be more informed regarding their tactics. What would once take someone an hour can now be done and reviewed in five minutes.

    These tools can analyze email campaigns, website traffic, podcast transcripts, social media comments, press releases and even customer reviews across different sites to generate an informed recommended course of action. Even if that recommendation is eventually scrapped, the entire process can be replicated until an adequate outcome is achieved or built upon.

    This begs the question of how companies not deploying these AI-powered tools will keep pace with the constantly innovating market. I think there will be successful businesses that don’t widely advertise and have a regional niche. However, marketing at larger and larger scales will be necessary for companies looking to grow and expand beyond their current footprints. The efficiency with which you can deploy that large volume of marketing will make a significant difference in capturing sales and establishing yourself locally.

    It’s not a prediction; it’s an ongoing process.

    Related: Artificial Intelligence is Revolutionizing Marketing. Here’s What the Transformation Means for the Industry

    The next frontier of marketing

    AI-driven marketing isn’t a future trend, as it is already reshaping how we connect with consumers. As the tools become more advanced and accessible, the standard for what constitutes effective outreach will continue to evolve. Consumer insights and trends can easily be adapted into marketing strategies to ensure optimal results. The businesses that embrace this shift in technology will not only stand out, but they’ll also lead the way.

    At Image One, we’ve seen firsthand how AI has transformed our marketing efforts. We’re no longer relying on assumptions — we’re acting on data. And in today’s marketplace, that difference can define your success.

    Whether you’re a franchise operator, a startup founder or a seasoned executive, now is the time to adopt AI-driven marketing strategies into your operations. The tools for success are rapidly evolving, and the insights are tangible. The opportunity to grow your business with confidence has never been greater.

    In today’s increasingly interconnected world, it can be difficult for businesses and organizations to cut through the massive amount of noise and marketing clutter vying for people’s attention. Not only are consumers exposed to more information than ever before, but businesses are being extremely creative and adaptive in how they reach their target audience. For new business owners or CMOs, identifying the right target audience and finding creative ways to distinguish themselves from competitors is a daunting task.

    Fortunately, with the introduction of artificial intelligence and powerful software tools, identifying your target audience and understanding the effectiveness of your marketing tactics has never been easier. Through the use of AI-powered market research and consumer behavior analytical tools, even the smallest companies can leverage qualified data for successful business decisions. These tools perform tasks at lightning speeds, saving executives time and money, all while learning from each client interaction.

    By evaluating the capabilities and effectiveness of AI-driven marketing campaigns, it will become clear that these advanced tools are no longer just an advantage for businesses but a necessity. Companies that fail to adapt to comfortably using AI, even beyond marketing, will struggle to keep pace with the competition. To efficiently identify and engage with qualified prospects, AI-powered tools must become a central part of the marketing toolkit.

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    Tim Conn

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  • Why the Future of Cybersecurity Marketing Relies on Trust | Entrepreneur

    Why the Future of Cybersecurity Marketing Relies on Trust | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Cybersecurity marketing is changing rapidly, and the reason can be simplified down to a single word: trust. With improving technology, cybercrime is becoming more complex, and corporations must present themselves as not only solution providers but rather reliable guardians of clients’ most valuable assets. It’s no wonder that trust has become the bedrock of marketing in the cybersecurity industry over time.

    Why trust is so important in cybersecurity marketing

    Trust is important to any business, but the element of trust is critical in cybersecurity. The clients are not buying a physical product; they are buying a guarantee of safety. Decision-makers such as the CISO, CTO, and others need to be assured that the cybersecurity service provider they are looking at is able to grasp and respond to emerging threats.

    Traditional marketing methods often fail to build this level of trust. Flashy ads and mass campaigns now feel overtly insincere, especially in a domain where sincerity is crucial. Prospects now need to have a high level of rapport with a company before even considering a demo, let alone becoming a customer. This is where the value of content marketing has risen as an effective approach.

    Companies can demonstrate some level of thought leadership and credibility by providing educational resources like articles, case studies, webinars, whitepapers, etc. This shows that they grasp the evolving nature of cyber threats, which helps gain potential clients’ trust.

    Related: 7 Marketing Strategies to Help Your Startup Grow and Scale

    Challenges of traditional advertising in cybersecurity

    While many cybersecurity companies still use traditional advertising, it’s proving more and more to be less and less effective in today’s market. Audiences are overwhelmed with ads, leading to extreme “ad fatigue,” where potential customers ignore these messages, making it harder for brands to stand out and establish credibility.

    Moreover, people have become more skeptical of advertisements, often seeing them as exaggerated or misleading. This skepticism can be very damaging in cybersecurity, where trust is crucial. Instead of relying on ads, decision-makers turn to recommendations from peers or trusted industry experts. This is where influencer marketing becomes invaluable.

    Related: Marketing Campaigns Must Do More than Drive Clicks — Here’s How to Craft Landing Pages That Convert Clicks into Customers

    The power of influencer marketing

    Influencers have emerged as powerful voices because they’ve built authentic relationships with their followers and, in many cases, opted-in subscribers. For cybersecurity companies, partnering with these influencers means tapping into that established trust and reaching an audience far more receptive to their message.

    Finding the right influencers: The challenges

    Finding the right influencers in the cybersecurity space isn’t easy. Unlike other industries, cybersecurity is complex and demands high expertise. For this reason, companies need to be very selective about whom they partner with. It’s not just about the influencer’s following; their audience should consist of decision-makers genuinely interested in cybersecurity solutions. Furthermore, the influencer must have credibility and a history of discussing relevant topics accurately.

    Vetting influencers is a time-consuming process that involves analyzing their content and engagement rates and verifying their audience’s authenticity. A poor match can be costly, wasting marketing spend and potentially harming a brand’s reputation.

    Using platforms to streamline influencer marketing

    Given these challenges, many companies are turning to platforms that specialize in influencer marketing to simplify the process. These platforms vet influencers and provide data-driven insights to ensure that brands are matched with the most relevant voices. That’s where platforms like Presspool.ai, which I founded, come in — simplifying and streamlining the process.

    These platforms use advanced analytics to connect cybersecurity companies with verified influencers, engaging high-intent audiences. By leveraging data, these platforms match brands with influencers whose audience perfectly aligns with their target market, such as CISOs, CTOs, or other decision-makers. This approach removes the guesswork and allows brands to build authentic partnerships, making influencer marketing both scalable and efficient.

    How influencer marketing drives results in cybersecurity

    When executed correctly, influencer marketing can be incredibly powerful for cybersecurity brands. It allows them to reach high-intent audiences—people actively seeking solutions—who are more likely to engage. The key is that these audiences are hearing about your solution from someone they already trust, which significantly accelerates the sales cycle.

    For instance, when a respected influencer in the cybersecurity field endorses a product, their followers are immediately intrigued. They’re more likely to click through, read the content, and genuinely consider the solution. This level of engagement is rarely achieved through traditional advertising.

    Moreover, influencers help educate potential clients, breaking down complex topics in a way that resonates with their audience. This not only builds trust but also positions the brand as a credible authority in the space.

    Why data and technology matter

    As with any marketing strategy, measuring ROI is crucial. This is where data-driven platforms like Presspool.ai become invaluable. By providing real-time analytics on campaign performance, engagement rates, and conversions, these platforms allow companies to see exactly how their influencer partnerships are driving results.

    The ability to track and optimize campaigns in real-time allows brands to adapt quickly, ensuring they’re always getting the best possible return on investment. This combination of data-driven insights and authentic influencer partnerships sets the stage for the future of cybersecurity marketing.

    Related: AI Might Know What You Are Feeling Before You Even Do — Here’s How AI Can Help Us With Client Feedback

    As the digital landscape continues to evolve, cybersecurity companies must adapt their marketing strategies to avoid becoming irrelevant. Traditional advertising methods are rapidly losing effectiveness, and buyers are seeking more authentic, trusted voices.

    By embracing influencer marketing and leveraging platforms that streamline the process, cybersecurity brands can connect with their target audience in a way that’s both genuine and impactful. It’s not about replacing traditional methods entirely but rather integrating a more nuanced, trust-based approach that resonates with today’s discerning buyers.

    In an industry where trust is the foundation of every decision, I’ve seen first hand that building relationships through influencer marketing isn’t just a trend — it’s the future.

    Jaxon Parrott

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  • Double Your Traffic and Boost Your Sales With This Ecommerce SEO Guide | Entrepreneur

    Double Your Traffic and Boost Your Sales With This Ecommerce SEO Guide | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Many ecommerce brands spend huge budgets on paid advertising to generate leads. They invest time and money into pay-per-click campaigns, but once the ad spend stops, so does the traffic.

    What they’re missing is a sustainable strategy that continues to drive traffic and sales without ongoing ad costs.

    That’s where SEO comes in. When you optimize your website for search engines, you can attract a steady stream of potential customers who actively search for what you offer.

    In this article, I’ll show you the best SEO tips to double your ecommerce organic traffic and increase revenue without relying on expensive ads.

    Related: 5 Simple SEO Strategies to Improve Your Rankings

    Why is SEO important for ecommerce businesses?

    There are more than 26.5 million ecommerce websites worldwide, which makes it incredibly hard to get yours noticed. With the right SEO strategy, however, you can boost your online presence, attract targeted traffic and drive more sales.

    When you rank well for certain keywords in search results, it makes it easier for potential customers to find you when they look up relevant products. These people are actively searching for your products, which means they are more likely to become your customers.

    High rankings also boost your brand’s credibility and authority because consumers perceive top-ranking websites as more trustworthy.

    So, let’s see how you can use SEO to get these benefits for your small business.

    5 steps for doubling your ecommerce organic traffic

    Doubling your organic traffic may seem daunting, but with a clear SEO strategy and consistent effort, you can achieve it quicker than you think. The trick is to master the basics, which are often overlooked while chasing for some secret formula that gives instant results.

    That’s why you should:

    1. Do more extensive keyword research

    Keyword research is crucial for ecommerce businesses, as it helps identify keywords potential customers use when searching for products. To do it right though, you need to go deeper than traditional metrics like search volume and difficulty.

    Instead, focus on understanding the search intent behind each keyword. Some people are looking to learn more about a topic, while others may be more interested in buying a product.

    You should focus on keywords with clear purchasing intent, which are more likely to drive sales. For example, if you have a beauty products store, you may initially target a high-volume keyword like “best skincare routine.” However, people searching for this term are typically seeking information, not necessarily looking to buy.

    Targeting keywords like “best price for anti-aging cream” can increase sales, as people searching for these terms are ready to make a purchase.

    Related: Trying to Rank for a Keyword on Google? Don’t Fall for These 3 Myths.

    2. Optimize product pages

    Well-optimized product pages can significantly increase conversion rates, boost user experience and improve search engine rankings.

    Here are a few actionable tips on how to optimize your product pages:

    • Create clear and keyword-rich URLs for your product pages.

    • Use power phrases like “X% off” or “Lowest price” to get people to click on your page.

    • Provide detailed product descriptions that include key features, benefits and specifications.

    • Incorporate relevant keywords naturally into your product descriptions.

    • Use high-quality images and videos to show your product’s features.

    • Display customer reviews and ratings to build trust.

    • Place clear and engaging CTAs, such as “Add to cart” or “Buy now” across the page.

    • Use schema markup to help search engines understand your product information better.

    • Ensure your product pages are mobile-friendly, as most online shoppers use smartphones.

    3. Optimize category pages

    Optimizing category pages is a crucial SEO tip for improving user experience, boosting rankings and driving more sales. In the beauty products industry, for example, well-structured category pages like “Skincare,” “Makeup” and “Hair Care” can attract users searching for these terms and guide them to specific products.

    Further optimize your category pages by using relevant keywords in titles and descriptions, writing unique content that focuses on product benefits and ensuring a clean layout with high-quality images.

    You should also implement schema markup for rich snippets and add internal links to related categories to improve navigation.

    4. Increase content velocity

    Your competitors are likely publishing a lot of SEO content. So, to stay competitive, you need to publish even more.

    If you only publish two blog posts per month, you won’t be able to rank effectively and might risk falling behind. Increasing content velocity is an essential part of SEO writing that helps you cover more topics, target more keywords and reach a wider audience. As a result, you can improve your website’s visibility and get an influx of fresh organic traffic.

    However, to engage potential customers and drive more conversions, it’s essential that each piece of content is relevant to your audience’s interests and matches the unique user intent for each keyword.

    5. Build high-quality backlinks

    Building high-quality backlinks improves your search engine rankings and domain authority, which makes it easier for customers to find you.

    The key to effective link-building is to focus on quality and relevance. One high-quality backlink is worth more than a dozen links from link farms. Similarly, a backlink from a relevant source can boost your rankings more than numerous irrelevant links.

    For example, a beauty products store can benefit from backlinks on reputable beauty blogs, skincare forums or collaborations with industry influencers. These backlinks improve SEO and drive targeted traffic from audiences already interested in beauty products, which supports your visibility and credibility.

    Related: 7 Link-Building Tactics You Need to Know to Skyrocket Your Website’s Rankings

    Consistent effort and strategic SEO practices can help you stand out in a crowded market and achieve sustainable growth. The key is to focus on deep keyword research, optimize product and category pages, increase content velocity and build high-quality backlinks.

    Follow these simple ecommerce SEO tips to double your website traffic and get ahead of your competitors.

    Nick Zviadadze

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  • 10 Effective Growth Marketing Strategies for Your Startup | Entrepreneur

    10 Effective Growth Marketing Strategies for Your Startup | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Growing a startup is both an exciting and challenging journey. However, the path to scaling your business is often fraught with competition, limited resources and the constant need to innovate.

    When I founded ButterflyMX in 2014, it felt like we were building a plane while trying to take off. Fortunately, with the right growth marketing strategies, we’ve navigated these hurdles and carved a thriving path forward for our startup. Here are ten effective growth marketing hacks and strategies that can help you achieve the same.

    Related: 6 Innovative Marketing Strategies Designed for Startups

    1. Leverage content marketing for brand authority

    Content is king, and in the startup world, it’s the key to reaching your audience. By creating valuable, informative and engaging content, you can establish your startup as an authority in your industry. This builds trust with your audience while driving organic traffic to your website.

    To leverage content effectively, you can start a blog, publish whitepapers, create how-to videos and seek out guest blogging opportunities. The key is combining consistency with quality. So, make sure your content addresses the pain points of your target audience and offers practical solutions.

    2. Optimize for search engines (SEO)

    SEO is a powerful tool for driving long-term, sustainable traffic. By optimizing your website for search engines, you can improve visibility and attract more visitors. So, conduct keyword research to understand what your potential customers are searching for.

    Moreover, optimizing your website’s on-page elements — such as meta tags, headers and content — will ensure your site is mobile-friendly and fast. Building backlinks from reputable sources can also significantly boost your search engine rankings.

    3. Utilize social media advertising

    Social media platforms like Facebook, Instagram, LinkedIn and X offer robust advertising tools that help you reach a highly targeted audience. With detailed targeting options, you can tailor your ads based on demographics, interests and behaviors.

    Experiment with different ad formats, such as carousel ads, video ads and sponsored posts, to see what resonates best with your audience. Moreover, regularly monitor and optimize your campaigns for better performance.

    4. Implement email marketing campaigns

    Email marketing is one of the most cost-effective ways to nurture leads and convert them into long-term customers. Build an email list by offering valuable resources and freebies, such as eBooks, free guides or exclusive content, in exchange for email addresses.

    Segment your list based on user behavior and preferences, and send personalized, relevant emails that offer value. Further, implementing automated email sequences, such as a welcome series or abandoned cart reminders, into your workflow can help you engage with your audience at the right time.

    Related: 4 Growth Marketing Strategies That All Startups Should Implement

    5. Run time-sensitive promotions and contests

    Creating a sense of urgency can significantly boost your conversion rates. Time-sensitive promotions and contests are a great way to generate excitement and drive sales for your growing business.

    Offer limited-time discounts, flash sales or special deals to encourage immediate action. Running contests and giveaways on social media also drives engagement and expands your reach. Make sure to promote these events throughout all your marketing channels to maximize visibility.

    6. Partner with influencers

    Influencer marketing can be a powerful strategy for reaching new audiences and building credibility. Partnering helps you reach new prospects and generates high-quality leads for your business while getting your brand noticed.

    Identify influencers in your niche who have a strong following and align with your brand values. Collaborate with them to promote your products or services through sponsored posts, product reviews or social media takeovers. What’s more, the authenticity and trust that influencers have with their audience can translate into increased brand awareness and conversions for your startup.

    7. Invest in referral programs

    Word-of-mouth is one of the most effective forms of marketing. Encourage your existing customers to refer friends and family by offering incentives, such as discounts or freebies.

    A well-designed referral program can turn your customers into brand advocates, helping you acquire new customers at a lower cost. With this in mind, make it easy for customers to refer others by providing them with shareable links or social media assets.

    8. Focus on customer retention

    Acquiring new customers is important, but retaining them is even more crucial for sustaining growth. Focus on delivering exceptional customer service and creating a memorable customer experience.

    Use tools like CRM systems to track customer interactions and identify opportunities for upselling or cross-selling. And don’t forget to regularly engage with your customers through newsletters, personalized offers and loyalty programs to keep them coming back.

    9. Utilize analytics and A/B testing

    Data-driven decision-making is essential for optimizing your growth marketing efforts. Use analytics tools, such as Google Analytics or social media insights, to track the performance of your campaigns.

    A/B testing allows you to experiment with different elements of your marketing, such as email subject lines, ad creatives or landing page designs, to see what works best. So, leverage AI to analyze this data and refine your strategies based on proven results.

    10. Harness the power of video marketing

    Video content empowers you to show your audience what your brand offers in a way that is compelling and visual, and it effectively communicates your brand message. So, use video marketing to showcase your products, share customer testimonials or provide educational content.

    Platforms like YouTube, Instagram and TikTok offer plenty of opportunities to engage with your audience. Plus, live videos and webinars can also be powerful tools for building a community and interacting with your audience in real time.

    Related: 4 Marketing Strategies Every Startup Can Afford

    Growing a startup requires a strategic approach and a willingness to experiment with different marketing tactics. By leveraging these growth marketing hacks and strategies, you can increase your visibility, attract more customers and drive sustainable growth for your business.

    Remember: The key to success is through continuous learning and the flexibility to adapt.

    With persistence and the right strategies, your startup can achieve remarkable success. Stay updated with the latest trends, analyze your performance, and be ready to pivot when necessary.

    Cyrus Claffey

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  • How I Hit $100 Million in Annual Revenue By Being More Transparent | Entrepreneur

    How I Hit $100 Million in Annual Revenue By Being More Transparent | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    It’s a common nightmare — you’re walking through a busy hallway or giving a presentation only to look down and find yourself completely naked.

    We’re inherently fearful of revealing too much about ourselves, and as an entrepreneur, this likely extends to your business as well.

    But based on growing my own business from nothing to over $100 million in annual revenue, I can tell you less is not more when it comes to business transparency — more is more. Being open builds trust, and trust fosters customers and relationships in droves. The only exception is not giving away your trade secrets to competitors.

    Here are three effective ways to build trust with clients and prospects by being more transparent (without leaving you feeling nightmarishly over-exposed).

    Related: How Transparency In Business Leads to Customer Growth and Loyalty

    1. Increase sales by 18% or more by increasing your Google reviews

    Nearly everyone reads reviews before purchasing. One study found a whopping 93% of people read reviews before making a purchase, and on average, reviews produce an 18% uplift in sales. In today’s online landscape, people put almost as much weight on a Google review as they do on a personal recommendation.

    The best way to increase your reviews is to simply ask! According to research, 70% of consumers will leave a review for a business when asked.

    About four years ago, we had 486 reviews after servicing more than 90,000 clients. We started using Podium to send out texts or emails — based on customer preference — asking to leave a review on Google, the Better Business Bureau and Trustpilot.

    By May 2024, we’d accumulated 2,312 five-star reviews, an increase of 375%. Keep in mind that our account managers have been very diligent about sending review requests to clients and only ask the clients most likely to give positive responses.

    Another good way to increase reviews is to automate postcards at the close of an order thanking someone for their business and encouraging them to leave a review. A physical mailer is likely more effective than an email — one study that surveyed 1,200 consumers found that 76% trusted direct mail the most as opposed to online methods.

    You might be wondering, “What about the negative reviews?” You’re always going to have a handful of bad reviews, but people look at the ratio of good vs. bad. If you have far more five-star reviews than one-star reviews, they’ll disregard the negative ones and assume it’s not the norm.

    2. Improve lead generation by 105% by sharing your clients’ success stories

    Sharing real marketing results has always been a priority for my business, PostcardMania. We currently have 944 marketing case studies and 139 video case studies that document real people sharing campaign specifics that led to more leads, revenue and new customers for their businesses.

    We share these case studies far and wide with prospects via email and postcards in the mail to increase trust. But more recently, we began incorporating these stories into video social media ads. During a recent earnings call by Meta, CEO Mark Zuckerberg said 50% of all people’s time on Facebook and Instagram is spent watching videos, so naturally, we went that direction to gain more eyes on our services.

    We put our 139 video case studies — real business owners talking about their successful campaigns — to work for us on Facebook and Instagram.

    As a result, our social media leads doubled. In 2022, our average number of social media leads per week was 174, and then in 2023, the average lead count increased to 356 a week! That’s a 105% increase.

    Of course, our use of social media in this case is part of a larger multi-channel marketing strategy that ties direct mail and digital ads together, so I suggest a similar approach if you want to see the same results (we’ve actually packaged our successful approach into a single affordable marketing bundle called Everywhere Small Business due to high demand from our clients to replicate this method). Campaigns that uniquely combine print and digital advertising using hyper-targeted mailing lists and lookalike audiences have been proven to work time and time again, so I highly recommend them.

    It doesn’t matter what industry you are in, your customers’ success stories can be compiled and incorporated into your marketing plan to grow your customer base.

    Related: How Problem-Solving Case Studies Help You Market Your Business

    3. Convert prospects faster by dropping the velvet rope and inviting them in

    Being transparent online will help build a positive image of your brand and bring in more customers — but you can also take this one step further and let prospects visit your business and interact with your products or services in person. One report revealed that 79% of customers want brands to go above and beyond what they are required to reveal and give more information, with two-thirds of them saying they would switch brands for more in-depth data.

    At PostcardMania, we welcome clients to visit us and take a tour of our in-house printing facility. We also have a marketing conference twice a year where clients can meet their marketing consultants face-to-face and learn more about our business behind the scenes. These clients often end up being some of our best and longest-lasting relationships! You can do the same by hosting an event and opening your doors to the public. It doesn’t have to be a conference — you can start small with something as simple as a night of snacks and entertainment.

    Related: 3 Ways to Personalize Your Marketing for Higher Engagement

    Free samples are also a great way to show customers exactly what they are getting before they make a commitment. This doesn’t always apply to every business, but you can try to find a way to allow prospects to interact with your product or service on a deeper, more physical level.

    Incorporate any of these tactics, and you’ll show prospects the most authentic side of you and your business. Believe me when I say trading in your fears about being super transparent for bold authenticity will reap real rewards in long-term growth and customer loyalty.

    Joy Gendusa

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  • 5 Types of Content That Will Attract Ready-to-Buy Prospects | Entrepreneur

    5 Types of Content That Will Attract Ready-to-Buy Prospects | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    They say that content is king — but not all digital content is created equal. While most digital content can help increase awareness for your brand, the most valuable content is designed to draw in warm prospects who are ready to make a purchase from you.

    Of course, even the best content isn’t likely to result in a purchase on the first exposure. The marketing rule of seven indicates that consumers must be exposed to your messaging at least seven times on average before they decide to make a purchase. While this may often be the case, strong digital content will go a long way in lowering this total.

    Related: 5 Digital Content Types Prospective Buyers Love to Engage With Online

    1. Email campaigns

    Email marketing remains one of the most effective methods for communicating with warm leads and staying in touch with existing customers to ensure they will buy from you again. Not only are emails far more likely to be read than other types of content, but their average return on investment towers over other options.

    According to the HubSpot Blog, most marketers see an average open rate of 46-50% and a clickthrough rate of 2.6-3% — numbers that far outpace the engagement levels of social media and other popular forms of content.

    Even if they are mostly comprised of previous customers, email lists are an essential marketing tool because they are made up of people who agreed to receive additional messaging from you. This fact alone already makes them far more qualified leads than someone who randomly stumbles across your blog.

    2. Personal engagement on social media

    While the overall engagement and reach of many social media platforms have declined, there is still much to be said for the potential these platforms offer for fostering one-on-one engagements with your warmest leads.

    When marketers comment strategically on other people’s posts, actively participate in relevant groups and conversations, and respond to the comments and messages they receive, it helps create a meaningful dialogue with their target audience.

    By pairing this personalized engagement with relevant, authoritative content (including videos, polls and more), you can leverage social media to nurture warm leads.

    3. Cost calculators

    Most companies have at least some kind of on-site content marketing strategy, which usually revolves around blogging. A blog can be undeniably beneficial for building SEO and domain authority, but depending on the type of content you create, it isn’t always going to create warm leads.

    However, if your website content focuses on the customers who are ready to buy now, you can greatly increase your own sales potential — and one of the best ways to do this is with a cost calculator.

    From calculating the cost of shipping a car across the country to determining how much it would cost to build your own website, these tools are inherently targeted at warm leads who are ready to make a buying decision. In this case, providing useful budgeting and planning information directly influences the user’s purchasing decision, providing a powerful way of reaching warm leads.

    Related: 4 Steps to Writing Content That Converts

    4. Webinars

    Webinars have become an increasingly popular digital content option, and for good reason. When webinars are promoted to the right audience, they can become far more engaging and attractive to warm leads than a blog post covering the same topic would be.

    The simple fact of displaying content in an audiovisual format helps make the webinar feel like an event in its own right. With an engaging topic and professional presenters, you can build a large audience. And when the topic of the webinar itself ties into your offerings, you can create a natural segue into how you can help viewers solve their most pressing problems.

    Webinars can be even more effective when paired with other content, such as an e-book or follow-up video lessons. When done right, webinars can be an excellent resource for collecting email addresses and other information from warm leads who are most likely to be interested in your services.

    5. Software demos

    Admittedly, this digital content option doesn’t apply to every industry. However, there is a wide range of companies that offer software services, addressing everything from tracking logistics and customer relationships to managing the back end of a website.

    A software demo gives warm leads the opportunity to try the service before they commit to a purchase. Firsthand interaction and experience with the software is ultimately far more convincing than a series of sales calls could ever be, as this helps buyers clearly determine whether or not a particular product works for them.

    It should be no surprise, then, that opt-out free trials see an incredible 48.8% conversion rate. It’s worth noting, too, that companies that don’t sell software can use similar “trial” options, such as a two-week trial for their services. Trials and demos appeal to the warmest buyers, who often use them to finalize their purchase decision.

    Related: 5 Steps for Creating a Content Marketing Strategy That Drives Business Results

    While regularly updating a blog or social media profile can be useful as part of your content marketing strategy, it is essential that brands in every niche focus on the types of content that are poised to deliver the greatest return.

    By focusing on the types of content that are most likely to capture warm prospects in the first place, you can turn more leads into sales and maximize the success of your content strategy.

    Andres Tovar

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  • Why Super Bowl Commercials Are the Ultimate Marketing Play | Entrepreneur

    Why Super Bowl Commercials Are the Ultimate Marketing Play | Entrepreneur


    Opinions expressed by Entrepreneur contributors are their own.

    Of the estimated 113+ million viewers who tuned in for the Super Bowl LVII in 2023, around 43% tuned in primarily for the advertisements — a far cry from those of us who groan at even 15-second-long ads. Super Bowl commercials have become a cultural phenomenon, with audiences anticipating creative spins from familiar brands and often comparing their favorites online afterward. While plenty of companies have secured these behemoth ad slots only to fumble the ball, many have stood the primetime test. By examining the patterns and themes of some of the most successful Super Bowl ads, business leaders can learn from the ultimate marketing play.

    Related: What Super Bowl Ads Can Teach Entrepreneurs About Marketing

    1. Emotion gets ads to the end zone

    In fact, one of the most memorable and impactful Super Bowl commercials tugged at the heartstrings of the masses, opting for pathos in the form of puppies. “Puppy Love,” the classic Budweiser Clydesdales ad that debuted in 2014, appealed to human consumers not through the classic can-and-condensation combo but via an unlikely animal friendship between a Clydesdale and a golden retriever puppy.

    With subtle themes of rustic patriotism and all-American heroism, the Belgian multinational brewing company wooed viewers via man’s best friend — and barely featured their product at all. In 2016, it was ranked as the most popular ad ever to air in the 50-year history of the NFL’s premier event. The lesson here is clear: wholesome content appeals to almost everyone, and authenticity is universal — eclipsing predictable, emotionally empty product placement.

    When planning our 2005 “What Did You Ever Do Without Them?” commercial for Post-It notes, the 3M team took the same tack, opting for cuteness that resonates with a general audience. While this sentiment does play well, what doesn’t make the cut are the unique challenges of filming with unpredictable (albeit adorable) animals.

    2. Americans huddle up for humor

    Whether it’s a torrential downpour of lemons forecasted by Budweiser, Homer Simpson swiping his Mastercard or the rapid transitions and smooth-talking of the infamous Old Spice guy, Super Bowl audiences are looking for laughs between plays. Since laughter is shown to improve short-term memory, funny commercials are far more memorable, and so are the brands/products they represent.

    While one-hit-wonders may have their moment, brands that establish likable recurring characters in their ads are especially adept at building brand awareness and memory recall of the hero products advertised. The average American will likely recognize Progressive’s iconic associate Flo, Geico’s recently-revived Caveman, Allstate’s mischievous Mayhem man and even Liberty Mutual’s seemingly inescapable LiMu Emu. The combination of clever humor and unique, original characters makes for an effective commercial that will continue to build and enhance brand awareness for years to come.

    Related: 4 Must-Haves for Brands Considering TV Commercials

    3. Social issues are shared goals

    More than ever, Super Bowl commercials are addressing social issues, reflecting a shift in consumer preferences toward purpose-driven brands. By aligning themselves with meaningful causes and communicating their commitment to societal issues, brands aim to foster a positive image and build loyalty.

    For example, Dove’s “Real Strength” commercial (2015) challenges stereotypical gender roles, including what it means to be a “real man”; Nike supported Colin Kaepernick’s social activism by featuring Kaepernick in their 2019 “Dream Crazy” ad. Of course, for these allegiances/political stances to be effective, companies must practice what they preach — which is to say that authentic initiatives within the company must also back up these public allyships. Otherwise, companies run the risk of a backlash similar to that against Budweiser following their controversial Dylan Mulvaney partnership.

    Related: 3 Questions Pepsi Should Have Asked Before Releasing Its Kendall Jenner Ad

    4. Pass the ball to the consumer

    Ads that end with a Call to Action go beyond traditional one-way communication, inviting audiences to leave a lasting impact. One effective example was Coca-Cola’s 2014 “#AmericaIsBeautiful” ad, which encouraged viewers to share their own moments of beauty using the company’s hashtag. The genius of this hashtag is in its simplicity; much like Budweiser’s “Puppy Love” ad, which featured a minimal branded product, #AmericaIsBeautiful celebrates the country rather than Coca-Cola. Impressively, the owned hashtag created an onslaught of positive conversation around the brand without actually using any branding. This interactive element cultivated a trend of user-generated content while extending the reach of the company’s campaign and engagement.

    5. Celebrities are the MVPs

    Whether it’s a cranky pre-Snickers bar Betty White, Ryan Reynolds parking a Hyundai or Harrison Ford chatting with an Amazon Alexa, brands often turn to celebrities to boost the appeal of their Super Bowl commercials. When humor and emotional substance may be lacking, there’s no substitute for star power, and when companies can combine clever scripts with well-known faces, a viral moment is all but guaranteed. That said, companies must be careful when seeking celebrity endorsements — choosing a celebrity who resonates with the targeted audience and whose image/voice aligns with the company’s brand values is essential.

    With every Super Bowl, business leaders can become the brand consumers root for. Super Bowl commercials provide a unique and colossal opportunity to capture the attention of tens of millions of people who are not only exposed to the commercials but also look forward to them. Ultimately, the most successful are those who entertain and effectively communicate their brand’s message and values.



    Jack Truong

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  • 5 Smart Marketing Strategies to Thrive Under Investor Scrutiny | Entrepreneur

    5 Smart Marketing Strategies to Thrive Under Investor Scrutiny | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    As the most important audience for many companies, it’s important that investors are enthusiastic about the company’s marketing activities. Given that different investors have varying levels of marketing acumen and beliefs about effective marketing, your marketing team must customize how it collaborates with investors on an individualized basis.

    That said, there are several tactics that are frequently effective in ensuring investor confidence in your marketing program.

    Related: 5 Tips for Customizing Your Pitch for Every Investor

    Research your markets and build marketing around the results

    An intelligent marketing program begins with market intelligence. To demonstrate to investors the strategies and execution your marketing team has put together will provide optimal results, quantitative and qualitative research creates a strong foundation.

    In addition to formal market research, the marketing team should also talk informally with target customers, technology and distribution partners, media, industry analysts and market influencers to build and continuously update its understanding of dynamics such as new activities, trends and potential new competitors.

    Involve your investors in marketing

    Investors often have significant followings of their own on social media and are often regarded as thought leaders and industry experts in the venture capital and tech communities. These links can often provide significant benefits to your company as you look to enter new markets, attract talent, ink partnerships and pursue similar goals. An easy way to involve investors and tap into their networks is to include them in the company’s social media program to explore cross-promotion, especially on LinkedIn.

    One approach that can be effective is to ask investors to post on their social channels when the company announces or closes a funding round, senior executive appointment, product or related announcement. We often draft the posts for investors in advance to minimize their time commitment and to ensure the posting takes place.

    Many investors, especially VC and PE firms, have created marketing programs to highlight the companies in which they have invested. Your marketing team should aggressively pursue these opportunities as they both serve as free publicity and deepen your ties to the investor.

    Related: Ask These 3 Questions to Determine Where to Spend Your Marketing Dollars

    Study competitors and identify best practices

    To demonstrate to investors that your marketing team is exploring all avenues to support the company’s growth, it should periodically undertake a thorough analysis of competitors’ marketing activities as well as general best practices. This review should include digging in to learn as many details as possible about competitors’ products, future product strategy, market expansion plans, et al — all by ethical means, of course.

    The team should also study marketing approaches at companies in other industries and consider applying relevant activities to your company. Companies in certain industries, such as food and beverage products, tend to be very sophisticated marketers since they have fierce competition and are trying to influence consumers who are often fickle. Marketers in a wide range of industries can learn valuable lessons from their peers at consumer product companies and then report back findings to their investors.

    Measure ROI of all marketing activities

    Setting key performance indicators (KPIs) and managing metrics on an ongoing basis provides a quantitative way to show investors both the effectiveness and the ROI of the marketing program. Of course, some marketing elements, such as advertising and digital marketing, are much easier to quantify than activities like media relations.

    But even for activities that are less measurable in terms of driving lead generation and sales, marketers should get creative and develop some type of metrics. For example, while it’s nearly impossible to prove that media coverage has driven sales, it is possible to tie media coverage to increases in website and social media activity and demonstrate a correlation.

    Related: 10 Things You Must Do Before Connecting With Investors

    Tie marketing to lead generation and not just brand awareness

    Many investors think of marketing as more of a function to build brand awareness than to generate leads and sales — but it does both. The level of contribution to business development depends on the product or service being sold. If a consumer is planning to buy a printer for their home, seeing an online ad with a discount coupon or reading a positive review in reputable media can very possibly generate that sale. If a CIO is researching intrusion detection software for their cybersecurity stack to protect her company’s critical data assets, marketing may attract her interest and encourage her to contact the company, but it’s definitely not going to end in a sale.

    As with so many activities within a business, demonstrating the effectiveness of your marketing program to investors will be much easier if your marketing team plans ahead, gets the foundational research in place, measures their results and anticipates questions investors are likely to ask. Anticipating and addressing investor queries will facilitate working with them when difficult marketing situations arise.

    Tim Johnson

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  • Why Playing the Long Game in Marketing Is Worth It | Entrepreneur

    Why Playing the Long Game in Marketing Is Worth It | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Not all marketing activities are going to net immediate results, so is it worth spending time and money on them? It is a reasonable question, and it’s one I have had to address with many of my clients. Most business owners understand that, with marketing, rarely will they get instant gratification. However, when it comes to implementing a marketing strategy for their business, they may have difficulty understanding why they should invest time and effort in activities with a longer-term payoff.

    While there is certainly a lot to be said for incorporating marketing that will drive sales quickly, playing the long game is also an important part of any strategy because a business needs to build a reputation and create sustainable growth.

    Related: What to Do When Your Marketing Isn’t Producing Results

    The payoff is not always instantaneous, and that’s OK

    Building a solid and effective marketing strategy means thinking about the present and the future. Ideally, a strategy should focus on a variety of activities that are designed to drive business in the short, medium and long term. Activities like starting a blog, creating video content, posting regularly on social media and designing a dynamic website do not bring in revenue right away. Furthermore, it is difficult to show exactly how much revenue they do generate.

    However, these activities are crucial for establishing a business’s online presence and play a major role in developing its core reputation. It may take time for activities like these to reach the target audience, but with consistent effort, and the right approach, it typically pays off in a major way.

    Take a podcast, for example. A podcast can rise to mainstream popularity seemingly overnight, when in fact, it usually takes a year or more before it reaches that point. Unless they hit on a viral topic and truly do achieve overnight success — which is pretty rare — most podcasters have to dedicate hundreds of hours doing research and producing episodes before they attract a large following. They put in a lot of effort behind the scenes to make each episode, and they are consistently posting new material, regardless of the listener count. As the number of episodes grows, more people are able to find the podcast through recommendations or based on similar interests, and listenership starts to snowball.

    The same type of scenario is also possible for a social media account, blog or YouTube channel. However, you cannot be discouraged when you only see 10 views after three or four posts. You have to carry on adding content. Marketing activities of this nature take time to gain traction, but the rewards can be significant when they eventually do.

    Momentum

    Targeted marketing strategies are essential for focusing on a specific product or service — for instance, my agency caters to dental practices across the country. One of the hot topics in our industry is dental implants. It is a high-value procedure for dental practices, even though, compared to a treatment like a crown, it is far less commonly performed.

    Launching a targeted marketing campaign around dental implants is an excellent way for a dental practice to attract higher-quality patients. So, to ensure that a practice’s dental implants campaign gains momentum and keeps it up long term, my team always supports it with blog posts, social media messaging and patient testimonial videos. Even though that type of activity may not be the main driver of the business that comes through the doors, it promotes brand awareness and customer education, and it increases conversions as well.

    Related: Be Grateful Your Business Isn’t an Overnight Success

    Support immediate activities

    Expanding on the last point, long-term, intangible activities are essential supporting elements for larger, more immediate activities, like ads, for example, because they strengthen the conversion rate. Ads are intended to drive conversions in from the start. They usually have a strong call to action. However, not everyone who sees an ad is going to be convinced right away. Some people will want to do further research before making contact. During their research, you want them to find more information — such as positive reviews, informative videos and a consistent social media presence — that reinforces, supplements and enhances the ad content to push them toward conversion.

    Trust the process

    A business is not a short-term undertaking. It is rare for a new business to take off immediately and never lose steam. For most new businesses or established businesses that are new to marketing, success takes time, whether that be three months or 13 months. With a well-planned marketing strategy in place, the business will have different tools with which to build a solid foundation for when it finally clicks.

    When my company, MDA, was new, I was constantly creating content for an audience of no one, but that did not deter me. I kept going, and, eventually, the people I was trying to reach saw my content. Additionally, because I had dedicated the time and invested in my online presence, dentists and other professionals were able to see that I knew what I was talking about. I was recognized as having authority in the dental community. My exposure grew, and I got more visibility, connections, opportunities and clients.

    Not seeing immediate results from certain marketing activities does not mean they were unsuccessful. Many activities require a slow and steady approach, but the payoff is truly worth the wait. Consistency, dedication and, most importantly, believing in what you are doing — those are the keys to successful marketing. Results may not come right away, but they will come.

    Related: How to Create a Successful Marketing Plan: 5 Steps

    Jackie Cullen

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  • PR or Marketing? Here's the Difference | Entrepreneur

    PR or Marketing? Here's the Difference | Entrepreneur

    Public relations and marketing go hand in hand and complement each other to achieve a similar end goal.

    Christopher Tompkins

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  • How to Plan Your Q1 Marketing Strategy | Entrepreneur

    How to Plan Your Q1 Marketing Strategy | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    Whew! Another (hopefully) successful year is in the bag. But don’t rest too easy because the best time to set yourself up for success in 2024 is right now. The beginning of the year is a perfect opportunity to reflect on last year’s wins and losses and use them to refresh your strategy heading into Q1.

    Read on as I reveal how you can develop a cohesive plan that focuses on your audience, goals and budget.

    1. Nail your quarter-one marketing plan

    Every new year brings new opportunities for brands to grow their profits and keep those customers smiling. Now is the perfect time to conduct an annual reflection on your marketing and deeply dive into how your strategy performed.

    The year’s busiest season is over; now it’s time to plan for an even better coming year. That said, here’s how to develop a cohesive plan focusing on your audience, goals and budget.

    Related: How to Create a Successful Marketing Plan: 5 Steps

    2. Reflect on the previous year

    Now isn’t the time for business as usual. The goals you set for this quarter will set the pace for the entire year, so it’s the perfect time to reevaluate what you think you know about your brand and audience. If you want to see success this year, it’s time to question everything.

    That means taking stock of your past achievements and mistakes (key word there). Analyze your previous years’ KPIs and metrics. How did last year compare to the years before it? The answers to these questions hold the secrets of success and should be the light that guides you throughout the new year.

    Start by gathering these key things: your annual website traffic, engagement rates, conversion rates and customer acquisition costs. Identify the patterns of your consumers’ behavior by studying the social media engagement flow, website behavior and sales data to use for your next batch of creative ideas.

    3. Audit and optimize your online presence

    Every business strives for a strong online presence, and while some of you may have seen that come to life, others may not. Regardless of your performance last year, it’s time for a full online brand audit. Pull together all the metrics from every community you are a part of and determine whether critical elements such as brand message, social content, ad campaigns and website visits are working or need adjusting.

    Remember, you should always go into your audit with a plan in mind, so here’s how you can work your magic:

    Firstly, take a look at your website design and content. Is it making you want to explore what’s on the page or click away immediately? Is it user-friendly and easy to navigate where the customer needs to be? Can your website be easily viewed on mobile? If not, it needs a refresh.

    Additionally, take a quick look through your social media profiles. Update your bio, banner and profile picture to reflect your current brand and target audience. Keep your profiles consistent with one visual aesthetic, and optimize using keywords in every content posted.

    These small steps make the most significant difference in the world when it comes to attracting a new audience and keeping your current one.

    Related: How to Grow Your Brand’s Digital Presence from 0 to 100,000 Followers in Just 6 Months

    4. Clean up your communities

    If you want to stay in your audience’s good graces, you need a solid plan to tell them about your products and provide something valuable that keeps them coming back. This includes everything you post online, including blogs, social media, emails, networking groups, etc.

    The answer to this? It’s simple: every quarter, you should be going through and cleaning up all of the communities your brand has been involved in within the last year. Identify your messaging, content types and aesthetics across all platforms to be sure your brand is represented consistently and cleanly.

    Online communities are vital for any brand, but too many communities can often lead to slip-ups.

    Most importantly, remember your email community. Take a look at your subscriber lists, as they’ve likely changed a lot in the last year. Reevaluate your content, and make sure it’s written to speak to your audience as it is today, and not the audience you had a year ago. Remember, it’s not about you.

    5. Adjust your paid advertising plan

    Advertising is truly an art form and with each campaign comes new insights into how you can continue to improve. The beginning of the year is the perfect opportunity to look at the annual overview of how your ads performed over each month or quarter. So, to refine your ads, here are the top things you should be looking for when analyzing the previous year’s results:

    First, take a close look at how your ad campaigns over the full year performed individually. Look at each campaign’s numbers and analyze the specifics. Looking at details such as ad spend, engagement, and ROI, you can figure out which campaigns did well and which ones didn’t, determine why, and going forward you won’t waste time and resources on things that don’t work.

    Next, make some changes to how you fund your ads. This could mean moving money around to the campaigns that did the best or making small adjustments to how much you’re willing to pay for certain demographics or geographic areas.

    Finally, something we marketers know all too well: adjust your campaigns based on changing trends. There are always new places to show ads and new ways to make them. So, be on the lookout for new opportunities, like trying out video ads instead of carousels.

    Christopher Tompkins

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  • Why Embracing Change Elevates Business Success | Entrepreneur

    Why Embracing Change Elevates Business Success | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    If you haven’t noticed, industries and the world at large are experiencing some pretty substantial changes as of late. Notably, innovation in artificial intelligence, massive shifts in the employment sector, and the continuing move toward sustainability have all impacted the way we run and grow our companies — and I am not just referring to the big guys. Even smaller organizations are modifying the definition of business as usual, as an unwillingness to do so could eventually threaten their very existence.

    This isn’t just rhetoric. Refusal or resistance to change can be devastating to both businesses and individuals. Perhaps this is best illustrated by a cover story titled “Change or Die,” published by Fast Company magazine nearly 20 years ago. The article chronicled a 2004 IBM conference speech by Dr. Edward Miller, the CEO and Dean of Medicine at John Hopkins at the time.

    It appears Miller shocked the audience when he shared just how many heart patients possess a destructive resistance to change. He claimed that of the nearly two million bypasses and angioplasties performed each year in the U.S., lives were rarely substantially prolonged. Miller said that half the bypasses were clogged again within a few years, and the angioplasties failed in as little as a few months. Why? He explained that even though the surgeries were traumatizing and expensive — and the stakes were extraordinarily high — many post-op heart patients simply refused to modify their unhealthy routines.

    “If you look at people after coronary-artery bypass grafting two years later, 90% of them have not changed their lifestyle. And that’s been studied over and over and over again,” Miller said. “Even though they know they have a very bad disease and they know they should change their lifestyle, for whatever reason, they can’t.”

    While Miller’s insight is jarring, it is honestly not surprising. Even in the most critical of circumstances, change can be very hard.

    So what is the difference between those who are able to implement healthy, positive change in their lives and their businesses and those who can’t? The answer might surprise you.

    Related: Why Employee Accountability is the Holy Grail of Every Successful Business

    The real catalyst for change

    Many people fear change. Or, at the very least, they fight it tooth and nail. According to renowned author and Harvard Business School Professor John P. Kotter, this resistance is generally due to one of four factors: a fear of losing something of value, a misunderstanding of the change and its implications, a belief that the change doesn’t make sense, or simply an overall low tolerance for change.

    Kotter posed that the ability to adapt is not solely based on building a proper strategy, structure, culture or systems. Instead, he posed that successful change is more specifically based on focusing on and altering behavior. We all know this is not as simple as it sounds, but there is hope. You see, Kotter explained that the key to behavioral change — in yourself, your leadership team, and your organization — is to tie the desired outcome to each participant’s feelings. The concept is rather straightforward. Emotional support and connection foster transformative action in just about everybody.

    Inspiring change in your business

    Let’s talk about your business. Ultimately, successful change in your organization begins by properly framing an issue in a way that connects with you and your team and motivates you all on a psychological level. Your message of change needs to be positive. It needs to be inspiring, and it needs to resonate. When presented with the need for change, it is also essential that those involved are provided with an appropriate support structure. The likelihood of successful change increases exponentially when people are surrounded by constructive feedback, encouragement, and the comradery of others rather than simply mandated actions.

    Related: 15 Strategies to Help Leaders Overcome Resistance to Change

    The power of your peers

    As an entrepreneur, your ability to change and adapt is arguably the single most important contributor to long-term success. Stagnant businesses simply can’t flourish, grow or (like those heart patients unwilling to modify their habits) survive. Ask yourself, how receptive are you to transformation in yourself, your processes, and your entire organization?

    Now is the time to evolve as a business owner. Start with an unwavering desire for continuous improvement. The next step is finding that emotional connection and the people or groups who can support you on your journey of change. For business leaders, these relationships are often found outside of one’s own company in the form of peer advisory boards or mastermind groups. Peer advisory boards provide business owners with the requisite support and emotional connection that act as catalysts for forward progress and even innovation.

    As the president and CEO of such an organization, I get to witness the transformative power of connection all the time. It is truly amazing to see what can happen between owners and executives who care about each other’s welfare and respect, support and elevate each other on their paths to transformation.

    Jason Zickerman

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  • How to Establish a Distinct Brand Identity in a Crowded Market | Entrepreneur

    How to Establish a Distinct Brand Identity in a Crowded Market | Entrepreneur

    Opinions expressed by Entrepreneur contributors are their own.

    In today’s digital world, crafting a standout personal brand is essential for success as a business leader. One thing’s for sure: Consumers trust and purchase from real people more than impersonal brand names. This is especially true with a service business. According to the recent national research study, “Trends in Personal Branding,” personal branding is more than just a social media personality contest. The data showed that 67% percent of ALL Americans would be willing to spend more money on products and services from the companies of founders whose personal brand aligns with their own personal values.

    A personal brand that captures your unique expertise can elevate your business and create a loyal customer base. That same study mentioned above showed that 74% of all Americans reveal they’re “more likely to trust someone who has an established personal brand.” In perhaps the most powerful statistic of the entire study, it turns out that 82% of all Americans agree that “companies are more influential if their executives have a personal brand that they know and follow.

    Let’s explore some action steps you can take to build a brand identity that cuts through the noise of a crowded marketplace.

    Related: 8 Reasons a Powerful Personal Brand Will Make You Successful

    Crafting and communicating your brand

    Your personal brand is the story you tell the world, and your audience wants to learn something genuine about you and your brand story. It’s crucial to share not only your professional triumphs but also the personal stories and passions that make you relatable, such as your hobbies, family, travels, etc. Consistency in your messaging creates a coherent narrative, while authenticity fosters a trusting relationship with your audience.

    Embrace the platforms where your audience engages the most. For professionals, LinkedIn is often the go-to, serving as a space to demonstrate expertise and share personal insights. Authoring books and hosting podcasts can elevate your authority, allowing you to reach a wider audience with in-depth knowledge. My brand and reputation on LinkedIn didn’t soar until I added a lot of authentic posts and stories and less boring business-focused posts. Sharing personal aspects should be done thoughtfully, ensuring each story aligns with your professional message and adds value to your brand narrative.

    Building community and engagement

    The goal of a personal brand is to create a community, not just a following. Engagement is key. Encourage your audience to participate in conversations or debates through comments, forums and direct messaging. This interaction makes your brand relatable and accessible.

    Responding to feedback and adapting your brand message is important, but remember to stay true to your core values. Avoid the trap of overpromotion, and strive for a balance that promotes engagement over sales. Your brand should inspire interaction and foster a genuine connection.

    Building relationships with other like-minded entrepreneurs can open the door to opportunities that are mutually beneficial, such as speaking on a podcast or attending an upcoming event. When you collaborate with others outside of your immediate followers, you’re able to tap into their audience, gaining exposure to potential customers who already trust your collaborators’ judgment.

    To be most effective in growing your audience, select partners whose personal brands resonate with your own. Their followers should have interests that overlap with the products and services you offer. For example, if your brand is built on financial literacy, partnering with influencers in the personal development space could be advantageous.

    Scaling your business through personal branding

    Success in personal branding can often be qualitative. Look for engagement beyond likes and shares — genuine messages from your audience and opportunities for collaboration are indicators of a resonant personal brand. As your brand gains traction, use your influence to support your business goals. A strong personal brand can lead to new ventures and partnerships while amplifying your reach. As you scale, maintain the integrity of your brand. Growth should enhance, not compromise, the personal touch that distinguishes your brand from the rest.

    Building a personal brand is an ongoing process that involves sharing your journey and leveraging your experiences. It’s a powerful strategy for entrepreneurs, offering a platform for growth and the opportunity to make a real impact. Maintain authenticity, consistency, and focus on community. These principles will guide you in creating a personal brand that not only stands out but also stands for something meaningful.

    A reputation is built up by trust, and a personal brand is a trust accelerator. Another recent study found that 76% of American Millennials are more likely to buy from a person with a personal brand.

    Related: 6 Strategies You Need To Ensure Your Personal Brand Stands Out

    1. Define and deliver your value proposition clearly

    Imagine you’re a chef at a bustling food market. Every other stall is offering a range of dishes, each with its own mix of flavors and ingredients. To stand out, you need to have a signature dish — something that no one else offers, that tells your story and satisfies a unique craving. Your value proposition is that dish.

    What is it that you provide that no one else does? Maybe it’s a unique combination of services, or perhaps it’s a particular approach to wealth management that’s both approachable and highly effective. Once you’ve defined it, communicate it consistently across all platforms — be it on your LinkedIn profile, on your podcast shows or when speaking at events. Make it clear, make it appealing, and ensure it speaks to the core of what your audience values.

    2. Personalize your client experience

    Imagine each client interaction as a handcrafted gift. It’s not just about the content inside the package — it’s about the wrapping, the note that accompanies it and the perfect timing of its delivery. Your clients should feel that every piece of advice and every service you offer, is tailored specifically for them.

    This doesn’t mean creating entirely different services for each individual, but it does mean understanding their unique challenges and goals. Use client feedback to refine your offerings. Send personalized communications. Host events that cater to their interests and values. By personalizing the client experience, you build a relationship that feels exclusive and deeply connected to their needs.

    3. Educate and empower your audience

    Just as a gardener nurtures plants to grow, so should you cultivate your audience’s financial knowledge. Education is empowerment — and by providing valuable, easily digestible information, you position yourself as not just a service provider but a guide and mentor.

    Start a blog or a YouTube series focused on financial literacy, using simple language and relatable analogies. Explain complex concepts using common life experiences, like comparing diversified investments to a balanced diet. Not only will this reinforce your brand as a source of valuable knowledge, but it will also foster trust and deepen the relationship with your audience.

    Related: The 3 Questions You Must Answer to Make Your Brand Stand Out

    In a saturated market, your personal brand isn’t just a label; it’s your distinct edge. Your key to success is authenticity and engagement. By genuinely connecting with your audience and consistently delivering on your unique value proposition, you create more than just a brand; you build trust and long-term loyalty. It’s about being relatable yet professional, innovative yet grounded.

    Remember, in the realm of entrepreneurship, your personal brand is a powerful tool that drives not just visibility but real, meaningful business relationships. Cultivate it with intention, and watch it become your most valuable asset in navigating the competitive business landscape that we all find ourselves in.

    Chad Willardson

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